000			01495nam a2200205Ia 4500
999			_c213937 _d213937
005			20220622154642.0
008			200208s9999 xx 000 0 und d
020			_a9780521833974
082			_a338.887631 LOP
100			_a"Lopes, Teresa Da Silva"
245		0	_aGlobal brands _bthe evolution of multinationals in alcoholic beverages
260			_aNew York
260			_bCambridge University Press
260			_c2007
300			_a303p.
365			_dUSD
520			_aIn a world focused on science and new technology, brands help to explain why several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands, first published in 2007, explains how the world's largest multinationals in alcoholic beverages achieved global leadership; considers the predominant corporate governance structures for such firms; and looks at why these firms form alliances with direct competitors. Brands also determine the waves of mergers and acquisitions in the beverage industry. Global Brands contrasts with existing studies by providing a new dimension to the literature on the growth of multinationals through the focus on brands, using an institutional and evolutionary approach based on original and published sources about the industry and the firms.
650			_aAlcoholic beverage industry
942			_cB _2ddc